Sephora Opening in Meatpacking with New Concept

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Sephora will open a new store in the heart of the Meatpacking District that, according to industry sources at WWD, that will boast a new format and extended hours.

Although Sephora declined to comment to WWD for the report, the industry daily is reporting that the lease has been signed on a 4,500-square-foot space on 9th Avenue just two doors down from area stalwart Pastis. Insiders are talking about a high-end boutique layout tailored to the exclusivity of the neighborhood, with no word on what brands will occupy said set-up. In addition to the updated format, the store is said to be staying open late, no doubt to lure in liquored-up pretty people for an evening replenishment of bronzer or blotting papers.

Considering the recent proliferation of lower-price stores in the city (Nordstrom Rack and TJ Maxx come to mind), it's interesting that the cosmetics chain is considering a more luxury-targeted format -- even more interesting considering Sephora's newest competitor in the space, mass-market Ulta.